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The Best Defense can be a Good Offense. Promoting Responsible Gambling Among Youth

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The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World

Abstract

The harmful effects of gambling advertising on youth are well established. We propose a theoretical framework derived from Inoculation Theory. The objective of this article is to propose alternative strategies for promoting responsible gambling among youth. We contrast two approaches, that of inducing youth to resist gambling ads persuasive appeals vs that of persuading them of the danger related to an excessive gambling behavior. We also suggest in which contexts message- induced resistance may be more efficient than an awareness-message on gambling related risks.

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Author information

Authors and Affiliations

  1. HEC Montréal, Melbourne, Victoria, Australia

    Linda Lemarié & Jean-Charles Chebat

Authors
  1. Linda Lemarié
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  2. Jean-Charles Chebat
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Editors and Affiliations

  1. Monash University, Melbourne, Victoria, Australia

    Colin L. Campbell

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Lemarié, L., Chebat, JC. (2017). The Best Defense can be a Good Offense. Promoting Responsible Gambling Among Youth. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_136

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